At the Garrison Institute’s 2011 Climate, Cities and Behavior Symposium, Jeff Risley, the Climate and Energy Project’s Executive Director, describes his organization’s theory of change as they work to mitigate climate change in the American Heartland. He emphasizes that behavior change does not come from providing people with data and information, but rather by appealing to their values, such as action, conservation, stewardship, community, thrift, independence, pragmatism and risk management. He describes several of the Climate and Energy Project’s successful initiatives, focused on energy efficiency, wind energy and high voltage transmission, and agriculture energy.